Research on the Impact of Popular Tourism Program Involvement on Rural Tourism Image, Familiarity, Motivation and Willingness

Min-Yuan Zheng,Hsiao-Hsien Lin,Chao-Chien Chen,Chih-Hung Tseng,Chin-Hsien Hsu

doi:10.3390/su13094906

Min-Yuan Zheng, Hsiao-Hsien Lin + Show 3 more

Open Access

https://doi.org/10.3390/su13094906

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Abstract

The purpose of this study was to investigate the influence of people’s involvement in tourism programs on the imagination and familiarity of rural tourism destinations, as well as the motivation and desire to visit them. The results were validated by using SPSS 22.0 and AMOS 21.0 statistical software to calculate and analyze the samples and to explore and infer the causal relationships. The results showed that: the degree of travel program involvement significantly correlated with familiarity and imagery of the destination (p < 0.000), and the degrees of familiarity and imagery of the destination also significantly correlated with motivation to travel (p < 0.000), and, lastly, the higher the motivation to travel in the last village, the greater the desire to travel (p < 0.000).

Highlights

Sustainability 2021, 13, 4906. https://Tourism has emerged following the advancement of human technology and the improvement of quality of life
The tourism industry is a human behavior that is formed by attracting people from abroad to travel and spend money through the natural environment, landscape, human customs, food, and the special environment of a place [1]
The sample structure analysis of this study on respondents’ involvement, familiarity, destination imagery, travel motivation, and travel intention showed that the majority of them were male, with a total of 309 persons, accounting for 68.7% of the total sample, and the rest were female, with a total of 141 persons, accounting for 31.3% of the total sample

Summary

Introduction

Sustainability 2021, 13, 4906. https://Tourism has emerged following the advancement of human technology and the improvement of quality of life. The tourism industry is a human behavior that is formed by attracting people from abroad to travel and spend money through the natural environment, landscape, human customs, food, and the special environment of a place [1]. It has become one of the major economic industries that countries are striving to develop and promote because of its low cost, fast development speed, and high revenue effect [2]. A new form of tourism marketing is emerging in which program topics are given to media organizations or studios employing celebrity or outsider presenters to produce or distribute travel programs [4]

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